Turns out, dating and chess have more in common than you may think. The opening move determines the match.
TV Spot
Mini Game
Adding a chess mini-game into Bumble's messaging feature is the perfect way to teach the importance of the first move. Challenge your matches to a game, and true to Bumble’s original trademark, women make the first move. To facilitate meaningful conversations, players can only move pieces after they’ve responded to their lover’s most recent message.
Social Media
Inspiring Bumble daters to make the first move will be a large part of this integrated copy-driven campaign. Instagram carousel posts will give tips on how to be successful in making the first move.
Instagram Carousel Posts
Podcast
Through story-time reels and podcasts featuring beloved hosts such as Emma Chamberlain and “Call Her Daddy’s” Alex Cooper, Bumble’s #makeyourmove campaign will spark an online conversation focused on the experiences of women, but inclusive of all gender identities and sexual orientations.
Out-of-Home Advertising
Ambient Execution
Bumble will sponsor larger-than-life chess boards to install on college campuses as part of the campaign promotion.
